Identity Logo Illustration Layout Packaging
Concept Work
Mama Kalani’s
The Big Idea
Shea sugar scrubs rooted in Hawaiian tradition and everyday rituals of nurturing self-care.
The Story
Kalani grew up on the windward side of Oʻahu, where her family’s home garden was a place of both food and medicine. Her grandmother taught her that every plant had a purpose—some leaves soothed burns, some flowers were pressed into oil for the skin, and some were simply gathered to celebrate life.
Kalani Pālialia, age 8, picking flowers in her mother’s garden in 1970.
This nurturing mindset stuck with Kalani until 2022, when she tried making shea sugar scrub in her own kitchen after her grandmother’s passing. What began as small batches for close family and friends flourished into Mama Kalani’s—a local business rooted in Hawaiian tradition, natural ingredients, and everyday acts of care passed from one set of hands to the next.
Kalani, today
Kalani’s small cottage kitchen, where she made her first batch of sugar scrub.
Brand Discovery
First in the process was identifying the core pillars that define Mama Kalani’s. Vivid verbal storytelling brings those attributes to life, an anthem for the brand.
At the core of this brand was authenticity. This meant leaning away from what the best beauty brands are doing and focusing on nurturing self-care rather than superficial beauty.
Seeking Inspiration
Heritage typography, medicinal notation, geometric flora illustrations, and punchy earthtones were all in the mix.
Finding a balance was tricky—the visuals needed to lean into heritage without going overboard and siloing a younger Gen-Z audience. This had to feel hand-crafted and convey legacy, but simultaneously look fresh off the shelf.
Wordmark
The signature wordmark acts as a testament to the brand’s handmade, personal roots. Just like when they were made for family in Kalani’s kitchen, these products are made with tradition and a caring touch.
The script wordmark is inspired by Kalani‘s grandmother’s handwriting, a memento of her selfless nurture and care.
The Flower
The hibiscus flower motif is inspired by the ones that grew in Kalani’s grandmother’s garden. The flowers, leaves, and vines represent a continuation of homegrown self-care, rooted in tradition and passed down through generations, hand to hand.
In Hawaiian culture, the hibiscus is an adorning symbol of the islands' natural beauty and hospitality. It represents local identity, warmth, and everyday connection to the ʻāina (land).
Colors
The color palette is inspired by the Hawaiian landscape, a warm symphony of dirt, ocean, and vibrant fruit and blossoms.
Visual Identity
The full visual identity seeks to embody the brand pillars—a sun-kissed delight that reeks of aged craft, natural Hawaiian scents, and motherly care.
Packaging
The ornate sugar scrub packaging is stamped with little details and caressed with flowering vines. Each package feels like a piece of history, a story of effortless natural beauty and care.
A Bit of Balm
This monthly print journal is a showcase of Mama Kalani’s, the practice of natural beauty, and Hawaiian culture, featuring local guest writers.
More of the Brand
Every touchpoint exhibits the spirit of loving, natural care and intentional, artisanal craft.
Vines weave together in an endless pattern, telling a tale of generational care and rejuvenation.
It’s all in the details—little things like the signature engraved on the tube caps and stamped on print collateral show the maker’s loving touch across all touchpoints.
Spot illustrations showcasing the scrubs in a Hawaiian coastal scene, basking in the distinct moods of different celestial phases.